Email marketing is a great way to communicate with your clients and other professional contacts. Your e-newsletter can include news from your firm, introductions to new partners, or important accomplishments.
You may already have a monthly or quarterly newsletter, but you can also utilize segmentation for more personalized interaction with your contacts. Segmentation is the process of dividing your contacts into groups, or segments. This way, you have multiple targeted lists that can help you create and distribute personalized content. Some of the best ways you can segment your email marketing lists include:
- New subscribers
- Activity or inactivity
- Clients for reviews
- Event attendance
- Job function
- Referral source
For example, some of your clients may have been involved in car accidents. If you segment these clients, you can send them email blasts with the latest road safety news or changes to traffic laws. You may have other clients who are involved in medical malpractice cases. With segmentation, you’ll only send these clients information relevant to their situation. While they probably don’t need information about road safety or traffic laws, they could benefit from the newest information about medical malpractice litigation.
Segmentation will provide your clients with relevant and helpful information while also showing them that you’re dedicated to keeping in touch with them. It can establish your firm as an authoritative source and make your clients more likely to recommend you to others.
Segmenting lists is a fairly straightforward process, but it can be time consuming. It’s best to use Excel instead of text files because email marketing tools require data imports in .XLS or .CSV format. Using this format from the beginning of the process will save you time later.
Make a separate column for every field, and include first and last names in different columns. When you import your data, most software will require separate fields for every piece of data.
It helps to make a list of all of the different categories that your contacts fall into. You don’t need dozens of different segments, but all of your contacts should only be included in segments that are relevant to them.
Digital communication is one of the most important aspects of marketing, and segmentation is a great way to improve your email marketing strategy. Taking some time to segment your contacts will pay off in the long run. For further information on how to maximize email blasts for your law firm, contact Mareting4Legal. Our digital marketing experts can provide you with the information needed to take your law firm to new heights.